Jonathan Luff, a former British diplomat, shares his experiences leading the UK’s bid for the 2018 World Cup. He sheds light on the complexities and challenges of the bidding process, including ethical dilemmas and the opaque FIFA voting methods. Luff discusses British soft power, the nation’s economic stagnation, and contrasts UK and US diplomatic approaches. He reflects on the impact of past policies, questioning whether previous strategies were misguided and emphasizing the importance of integrity in international sports diplomacy.
